TV
Three spots, two firsts and one fight — a first-ever DTC launch that became two, and a category tired of celebrity jingles.
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HIZENTRA SPOT
HIZENTRA is a treatment for Primary Immunodeficiency (PI). This was a huge opportunity for CSL Behring and for us (Fingerpaint)—it was the first DTC spot CSL Behring ever created. I wrote the winning concept and script and supervised the shoot in Barcelona. We worked hard on the special effects with award-winning production house, The Mill. I was involved in every step of the process.
The strategy centered on public places thick with everyday germs—the kind most people worry about only in extraordinary moments, like early COVID, but that PI patients live with constantly. The female hero spot took place in a grocery store; the client loved it so much, she asked us to create a "brother" spot with a male hero, which we set at a basketball game and the burger joint afterward. We shot and produced both back to back in Barcelona.
Hizentra — Spot #1 female hero)
Hizentra — Spot #2 (male hero)
BREZTRI SPOT
Breztri’s competitor regularly uses songs as the mainstay of their advertising. The tunes are top 40 hits, they’re memorable, they stick in your head even when you don’t want them to, and crazy expensive. We hate that, but that’s why it works, and why it’s tough to beat.
So we decided to go at them head on. COPD is no walk in the park. We used that as our starting point and named the campaign for what we wanted to say about the truth of COPD. It’s time to get real.
This spot also paved the way for the brand to create more spots using the same creative device — genuinely one of the most satisfying briefs I've worked on.